In a dynamic shift across the global business travel landscape, Hyatt Hotels has reported a compelling surge in MICE — Meetings, Incentives, Conferences, and Exhibitions — enquiries throughout the Middle East, particularly the UAE, and extending to Hungary. The growth underscores how modern corporations are elevating their event strategies by weaving in cultural authenticity and customized experiences.
In 2024, the Hyatt network in the Middle East received over 42,000 MICE enquiries, marking a 5.2 percent increase compared to the previous year. The UAE emerged as a powerhouse, contributing nearly 24,000 enquiries, a 6.6 percent year-on-year rise. In Saudi Arabia, MICE interest climbed by 10 percent, with over 7,000 enquiries, cementing the UAE’s status as the region’s dominant market for corporate meetings and events.
These figures reflect a broader, global rebound in business travel. Forecasts from the Global Business Travel Association anticipate spending to hit US $1.64 trillion in 2025, up from $1.48 trillion in 2024, with projections exceeding US $2 trillion by 2028. The upward trend reinforces the critical role of hospitality providers that can deliver not just venues, but rich, impactful experiences.
Hyatt’s Grand Hyatt Dubai stands as a flagship venue for large-scale events in the Middle East and Africa, featuring one of the largest hotel exhibition centres in the region — a 5,000 sq m space capable of hosting up to 3,000 attendees. In total, the property offers around 12,000 sq m of flexible meeting, conference, and event facilities, ideal for blending productivity with immersive cultural and leisure elements.
At the heart of Hyatt’s success lies its “Together by Hyatt” platform — a bespoke tool designed to elevate the planning and delivery of meetings and events. It puts the organizer at the center, offering streamlined digital planning resources, wellness and sustainability features, and curated experience options. Whether it’s mindfulness, waste-reduction initiatives, or thoughtfully sourced catering, the platform enables personalized events that align with corporate values.
The demand for authentic, locale-based experiences is rising sharply. Business travelers today look beyond boardrooms to connect deeply with culture. Examples include truffle-hunting in Hungary while staying at Párisi Udvar Hotel in Budapest, honey harvesting and beekeeping at Jabal Akhdar, or engaging in culinary immersion and wellness sessions at Hyatt properties across Europe and the Middle East. These experiences transform routine conferences into memorable journeys that deliver both professional and personal fulfillment.
Hyatt also reports a growing appetite among corporations for exclusive hotel buyouts. Whether for full or partial privatization of properties — be it for conferences, team-building, wellness retreats, or private dining — companies are increasingly focused on crafting highly tailored, intimate experiences. These buyout options are now available across Hyatt’s portfolio in the Middle East, Europe, and Africa, giving event hosts complete control over ambience, programming, and guest experience.
This experiential shift mirrors evolving corporate goals—organizations now seek high return on investment (ROI) from every business trip, blending quality programming with environmental and cultural enrichment. As a result, venues that offer striking settings, integrated social-cultural programming, and operational flexibility are in high demand.
Hyatt’s robust pipeline and proactive expansion support this shaping trend. In Europe, for instance, Hyatt saw nearly 147,000 MICE enquiries in 2024 — a 9.6 percent increase, with its UK properties alone seeing 25,000 enquiries — a dramatic 22 percent rise. This momentum underscores Hyatt’s leadership in experiential business travel across EAME (Europe, Africa, and the Middle East) markets.
Furthermore, Hyatt’s sustained investment in its loyalty arm, World of Hyatt, continues to strengthen its business traveler appeal. With tools like “Together by Hyatt,” a range of flexible venue offerings, and an ever-expanding portfolio, Hyatt has become synonymous with immersive, high-impact corporate events.
Looking ahead, the Middle East — especially the UAE — and Hungary are set to remain critical hubs for sophisticated MICE activities. Hyatt’s ability to deliver large-scale capacity, culturally immersive programming, and bespoke exclusivity positions it as a preferred partner for companies transforming traditional meetings into immersive destination experiences.
As business travel rebounds and evolves, the integration of culture, wellness, sustainability, and tailored storytelling will continue to redefine success in corporate events. Hyatt’s forward-looking strategy ensures it remains at the forefront of this new era in MICE tourism.
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